10 steps to best practice in online campaign development

July 20, 2007

Here’s some really useful tips from IPA Digital and ISBA:

  1. Briefing all agencies together and strategy agreed upfront
    A common mistake in digital campaigns is running off and not involving the offline agencies from the start. Any good digital agency should want to meet with your offline, so if they don’t mention it be aware. Integration with the offline customer experience is key to getting the most value out of your campaign.
  2. Discuss budgets accurately and allow for contingencies
    Get your budget as accurate as you can, set a scope for the project and don’t allow that to slip (too much) leave a contingency pot as well just in case. All this saves for the headaches associated with bad budgeting and having to go cap in hand to your board asking for more money.
  3. A single point of approval works best
    Especially where agencies are involved! Don’t confuse them, keep communications straight forward and don’t get too many people involved, it will only make things more difficult.
  4. Timings and planning: plan early
    Get your plans on paper as soon as you can, they don’t have to be set in stone, they can flex but it will give you a good grounding to have your project based on.
  5. Design & development: stretch yourselves
    Let your agency push you. Take risks that they advise (they will usually have evidence to back up why you should), digital marketing is not something to be scared of. Use it to it’s full potential, don’t rein it in!
  6. Measure only what matters
    Decide what is to be measured early in the planning stages. Set some key KPI and track them. Decide what is really important to you and use them as your key measurements.
  7. Trafficking and campaign launch: plan for QA testing
    Leave room in the plan for QA. All advertising collateral should go through a rigorous quality assurance phase to ensure compatibility, accessibility and accuracy.
  8. Produce back-up inventory
    If a campaign slips it’s a real pain to suddenly have to quickly produce some assets to fill the advertising slot you have booked. Have some standard format brand heavy assets you can fall back on just in case!
  9. Optimisation, reporting and updates: monitor your campaign in the wild
    Once it’s live don’t think thats the end of it! You can change, optimise, amend and make sure it’s performing to it’s peak potential!
  10. Learn from analysis of results: test and refine
    Use your analysis to improve next time, everyone should still be able to learn something new from every campaign you run, even the most seasoned creative or account director.

All excellent points, and ones that should be adhered to in any digital projects life cycle! Read the full report here.


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